Ebay Enterprise Marketing Solutions has launched as an independent company, backed by an acquisition by investment firms Banneker Partners and the Permira Funds.

This frees up the former eBay marketing arm to ‘better serve the needs’ of brands and retailers, allowing it more flexibility and resources to develop tailored performance marketing solutions for its clients.

The group aims to leverage Banneker’s ambitions, which encompass comprehensive and ‘data-driven’ improvements to sales-processes, product and marketing.

“We’ve been building toward this moment for a long time,” said eBay Enterprise Marketing Solutions CEO, Michael Jones.

Jones says the team’s focus now turns to the Holiday season where, in the next few weeks, it aims to introduce improvements to its performance marketing suite.

The company currently offers advertisers an affiliate network, programmatic display advertising, search marketing, organic and paid social strategy and data & analytics, as well as digital agency services.

Ebay Enterprise broken up

This acquisition is part of the $925 million selling off of eBay’s Enterprise division, which has seen it broken up into four distinct businesses.

Yesterday its CRM division – which accounts for email, hosted database and attribution businesses – was sold to data-driven marketing firm Zeta Interactive, founded by former Apple CEO John Sculley, for somewhere between $80-90 million in cash and stock.

Ebay Enterprise’s Magento Commerce Technologies business has also been snapped up by the Permira funds, while the Enterprise Operations & Technology Services, owned by Sterling Partners, will be run by a holding company that owns Innotrac Corporation.